Paddy Power kicks off Cheltenham Festival ad campaign

Paddy Power has launched a TV campaign as it gears up for Cheltenham Race Festival next week.

The ad, created by Crispin Porter + Bogusky, features a post on Paddy Power’s Facebook page that wonders how legitimate a tip is.

The ad tracks a tip back to a prison inmate who has been tipped off by a prison warden, who made it up. The activity tells people not to rely on tips from unknown sources.

Joe Bruce wrote the ad and Kate Baker was the art director. Passion Raw was the production company behind the spot and directed by UNKNOWN. M2M was the media agency.

Last year, Paddy Power launched a controversial ad campaign around Cheltenham Festival based on about "chavs". The ad featured "chavs" at the racecourse being shot by tranquilisers.

Cheltenham Festival will run between the 12-15 March.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).